7 Social Trends for Purpose-Driven Organizations
Maximize your digital presence for good
Even the most digitally-savvy marketers can get swept up in the number of trends, reports and “up and coming” platforms these days. For nonprofits, B corps and social enterprise teams, these social media tips don’t always apply. Where most businesses are trying to make money, purpose-driven organizations like ours have a variety of different goals that don’t line up well with typical sales funnels or goals.
That’s why we looked at recent predictions for social media marketing trends through a purpose-driven lens. Here are the most important takeaways for growing your digital impact.
1. Community matters, and you have the advantage.
Per Hubspot’s reporting, 90% of social media marketers say online community building will be essential for success moving forward. These online communities are a uniquely powerful space for nonprofits because your purpose is a stronger unifier for audiences than just profit or consuming a product. That interest and passion can fuel deep bonds in a community. People are hungry for community in a polarized, post-pandemic world, hence the rise of platforms like Discord and Letterboxd. If you make community building a priority for your digital work, it has the potential to pay off exponentially.
2. Owned channels are vital.
With the separate chaos of Twitter and Tiktok both under fire for different reasons, brands and companies are more cautious about their social presence these days. After all, it sucks to invest time and effort in your social media channels only to lose your verification or disappear completely.
If you don’t already have a strong following on your social media profiles, it may be worth spending the rest of this year investing in your email newsletters, blogs, or other content that goes straight from you to an audience. Consider starting a Substack newsletter, a Medium account or another minimal, low-maintenance online space to share thought leadership and updates.
3. Embrace AI with cautious intention.
It’s no secret that generative AI can speed up your work, especially if you’re short on time or social media resources. Currently, one of its best functions is as a thought-starter for your content, to avoid the “blank page paralysis.” It can also help employees handle smaller tasks quickly or repurpose content from one platform to another. Just remember: there’s no replacement for human ingenuity. Always be on the lookout for any ethical issues that can come with automating tasks, like accessibility or copyright issues.
4. Find your niche.
As you build your online community, don’t be afraid to get specific. Try seeking out people who are already invested in a cause related to yours. For example, if you’re a reproductive health nonprofit, you could start by finding young adults on TikTok who are sharing their stories about birth control or seeking information. Find content creators and topics you relate to and let them show you what hashtags to use and how to best reach them with relevant content.
“Users are turning away from traditional platforms, and businesses are seeing lower revenue gains from advertising and social media efforts. The solution? Building niche communities. They’re the perfect incubators for brand awareness, engagement, loyalty, and trust.” – Crystal King, HubSpot Academy Social Media Professor
5. Consider a micro-influencer ambassador.
Eight in ten social media marketers believe most companies will have a creator/influencer as the face of their brand in 2023. This can be extra powerful for nonprofits seeking awareness and loyal supporters who are personally invested. The best part? The majority of influencer marketers say they work mainly with smaller creators and micro-influencers–people who will be easier to reach on a nonprofit’s budget, as opposed to mega-celebrities.
6. Encourage user-generated content.
This piece can go hand-in-hand with your influencer marketing, especially when it comes to video and audio content. Creating a campaign that highlights user-generated content can be powerful for setting up an authentic, long-term fanbase for your cause. A micro-influencer can help kickstart things by making their own sponsored content, and having your brand channels interact with your audience can fuel the movement further. Speaking of which…
7. Interact!
This doesn’t just refer to being a good community manager. Comments, likes and reshares are valuable, of course, but don’t forget to respond to things like trends or related events. For example, if your community loves funny content and memes, don’t be afraid to jump in with them, as Lionsgate did with TikTok. (This is also where having a micro-influencer or ambassador can be extremely beneficial!) It’s important that you feel like a contributing member of the community, not just a quiet brand presence, so you can build loyalty and awareness.